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Netflix teams up with AB InBev for global beer and TV co-marketing deal

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Netflix and Anheuser-Busch InBev (AB InBev) have struck a global co-marketing partnership that will bring together two leisure giants: beer and streaming. The collaboration aims to link Netflix’s top series with AB InBev’s best-known beer brands through campaigns, packaging, and event tie-ins.

The deal will highlight shows like The Gentlemen (UK drama) and Culinary Class Wars (South Korea) with limited-edition beer packaging and online promotions. While financial terms weren’t revealed, both companies signaled it as a long-term push to merge entertainment and social drinking occasions.

AB InBev, whose portfolio includes Budweiser, Stella Artois, and Corona, will also advertise during Netflix’s growing slate of live programming, including the NFL’s Christmas Day broadcast. Future collaborations will extend to global sports spectacles such as the 2027 Women’s World Cup.

Netflix, which launched its advertising tier less than two years ago, already reaches over 94 million users worldwide. The company sees this ad-supported tier as a major growth engine, especially as live sports give it access to large, sponsor-friendly audiences.

Marcel Marcondes, AB InBev’s Global CMO, said the partnership plays into natural habits: “Streaming is a social and shared experience — it’s an occasion where beer and entertainment come together.”

This move underlines how Netflix is expanding beyond just content production to build partnerships that link its cultural reach with brands looking for mass exposure.

Apple TV+ Earns Emmy Spotlight With Bold Creative Bets

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Nearly six years after launching Apple TV+, Apple has cemented its place in Hollywood with 81 Emmy nominations across 14 titles in 2024 — its strongest showing yet. Flagship series like sci-fi drama “Severance” and comedy “The Studio” are frontrunners for top awards, reflecting the iPhone maker’s growing influence in the entertainment industry.

Creative Freedom as a Draw

Apple has distinguished itself by taking risks on unconventional stories and granting unusual latitude to creators. Actor Seth Rogen recalled being surprised Apple allowed controversial scenes in Platonic: “They were not as corporate overlord-y as maybe I was worried they were going to be.”

That willingness has attracted A-list talent:

  • Ben Stiller brought Severance to Apple after other studios passed, praising Apple’s openness to its mind-bending premise.

  • Jason Segel credited executives for backing Shrinking, despite its risky mix of comedy and drug use.

  • Jessica Chastain praised Apple’s notes on The Savant as “specific and moving the story forward.” She now has two more projects with the streamer.

  • Vince Gilligan, creator of Breaking Bad, chose Apple for his new sci-fi series Pluribus, citing both creative trust and his past ties to executives Jamie Erlicht and Zack Van Amburg.

Growing Investment

Apple TV+ launched in 2019 with a slim slate, initially criticized for lacking a back catalog. But patient expansion has paid off:

  • $4.9 billion spent on original programming in 2024, up from $660 million in 2019 (Ampere Analysis).

  • About 60 million subscribers, according to Deepwater Asset Management’s Gene Munster.

  • Apple TV+ broke through in 2021 when Ted Lasso won the Emmy for Best Comedy.

While smaller than Netflix ($17B annual spend, 300M+ subscribers), Apple TV+ has carved a niche as a prestige platform.

Movies Bolster Brand

Apple’s TV gains follow film successes. Its original Coda won the 2022 Best Picture Oscar, and Jerry Bruckheimer’s “F1: The Movie”, filmed at real Formula 1 races, became a summer box-office hit. “They realized that accuracy was the best way to present this movie as something from Apple,” Bruckheimer said.

Hollywood’s New Power Player

Talent agency co-founder Rick Rosen said Apple has “built a very high-quality slate that’s gotten people’s attention.” With Emmy front-runners and Oscar wins, Apple’s Hollywood gamble is paying off — not just in awards, but in reputation.

Netflix Chief Product Officer Eunice Kim to Depart, CTO Steps In

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Netflix announced Wednesday that Eunice Kim, its chief product officer since 2023, will leave the company. Chief Technology Officer Elizabeth Stone will assume the role on an interim basis.

Kim, who joined Netflix in 2021, led the consumer product innovation team and played a key role in reshaping the platform’s connected-TV interface, unveiled in May to simplify navigation and improve user experience. She also contributed to major growth initiatives such as Netflix’s ad-supported plan, helping the company grow its membership from 200 million to over 300 million subscribers during her tenure.

“Over the past five years, we grew the business together… by successfully launching and scaling many major growth initiatives, including the ads plan,” Kim reflected in a statement.

Before joining Netflix, Kim held senior product roles at Google Play and YouTube.

Netflix continues to perform strongly, beating second-quarter earnings expectations and raising its annual revenue guidance in July, though much of the forecast boost came from currency tailwinds rather than stronger demand. The company is pushing into advertising as a way to attract price-sensitive customers, though it has said ads won’t be a primary revenue driver this year.

The streamer has also moved into live programming, including WWE wrestling, as part of its strategy to diversify content and expand its audience base.